Chevrolet: TAXI DRIVERS' UNIVERSITY by Sancho BBDO Bogota for Chevrolet

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Industry Cars
Media Ambient
Market Colombia
Agency Sancho BBDO Bogota
Copywriter Daniel Mosquera
Designer Juan Camilo Hernández, Oscar Romero, Leonardo Salgado, Ivan Gutierrez
Released June 2011

Awards

Cannes Lions 2011
PR Lions Corporate Responsibility Gold

Credits & Description

Type of Entry: Sectors & Services
Category: Corporate Responsibility
Advertiser/Client: GM COLMOTORES
Product/Service: CHEVROLET
Entrant Company: SANCHO BBDO Bogotá, COLOMBIA
PR/Advertising Agency: SANCHO BBDO Bogotá, COLOMBIA
Chief Creative Officer: Giovanni Martínez
Chief Creative Officer: Hugo Corredor
Senior Copywriter: Andrés Norato
Art director: Claudia Murillo
Copywriter: Daniel Mosquera
Designer: Oscar Romero
Designer: Leonardo Salgado
Account Manager: Mónica Mejía
Account Manager: Maria Alejandra Peñalosa
Account Manager: Carlos Felipe Arango
Designer: Juan Camilo Hernández
Film Production: Tonka
Designer: Iván Gutierrez
Describe the campaign/entry:
In 2010, Chevrolet in Colombia created The Chevrolet University for Taxi Drivers, a free of charge university, with flexible schedules for taxi drivers with any brand of taxi. We provided them a place where they can learn to be one, something that no one had ever taught them.
We created a lifelong relationship with our potential consumers by improving their quality of life.
Around 1,500 taxi drivers attended classes, the University had professors specialized in public transportation and the educational content was developed by SENA (government educational institution in Colombia).
RCN, one of the country’s most important radio networks, created a weekly program which invited teachers, students and users to increase knowledge and dispel taxi drivers’ doubts. City TV and ADN newspaper joined and changed taxi drivers’ attitudes.
By the end of 2011, 4,000 taxi drivers will graduated and a second location will be opened in another city of Colombia.
Describe the brief from the client:
Improving the lives of taxi drivers and thus permeating their families and society. We needed to judge their profession and be proud of it. We wanted them to remind us all of their life and we wanted to be seen as their best option brand.
Results:
- 537 graduated taxi drivers
- 2,000 active students
- 800 new alumni each month
- Government support through the largest educational entity in the country (SENA).
- Special fees and coverage from the most important media in the country.
- Creation of an exclusive radio program for the University.
- A soap opera produced by Caracol TV, called "the taxi drivers", makes us part of their content. Some of our students are chosen by City TV as mobile reporters 24 hours a day.
- By the year 2011, 4,000 taxi drivers in Bogotá will have graduated and two new locations are going to be opened in different cities.
Execution:
We created the first University for Taxi drivers in Colombia. It was a free university, in which taxi drivers who handled any brand of taxi could enter - with flexible schedules, two physical locations in important parts of the city. An academic program was designed especially for them - including reinforcements through an exclusive radio program. The call took place in media such as T.V., radio, print, outdoor and on the Internet. During the campaign, some alternative media was implemented to maintain the interest of the taxi drivers and to keep them linked to the University.
The Situation:
In Bogota, the capital of Colombia, there are 100,000 taxis. However, none of them know fully what their profession means to them, their families and society. They don't know, because no one ever taught them.
And here is where the brand found a great opportunity to create a lifelong relationship with its potential consumers, through improving their quality of life.
The Strategy:
By giving its target an opportunity they had not been given before, this activity was relevant to the brand and the 7:24 Chevrolet Taxi, because it managed to establish a strong emotional bond with them. In addition, it created a space to interact and learn about their dreams, expectations and ambitions. It created a place where taxi drivers are always willing to listen to the brand, its 7:24 taxi, and all of the other brand’s products.

The Ambient Advert titled Chevrolet: TAXI DRIVERS' UNIVERSITY was done by Sancho BBDO Bogota advertising agency for Chevrolet in Colombia. It was released in Jun 2011.